Quantcast
Jump to content


    • You can post now and register later. Already registered? sign in now to post with your account.
    • ×   Pasted as rich text.   Paste as plain text instead

        Only 75 emoji are allowed.

      ×   Your link has been automatically embedded.   Display as a link instead

      ×   Your previous content has been restored.   Clear editor

      ×   You cannot paste images directly. Upload or insert images from URL.


      Once you submit your question, a new topic will be created for you in our forums. Our moderators may move your topic to a more suitable forum category if one exists. Members will see your topic and be able to respond to your question.

    • This will not be shown to other users.

Recommended Posts

Join the conversation

You can post now and register later. If you have an account, sign in now to post with your account.
Note: Your post will require moderator approval before it will be visible.

Guest
Reply to this topic...

×   Pasted as rich text.   Paste as plain text instead

  Only 75 emoji are allowed.

×   Your link has been automatically embedded.   Display as a link instead

×   Your previous content has been restored.   Clear editor

×   You cannot paste images directly. Upload or insert images from URL.


  • Similar Topics

    • By Mail Shark
      In today’s hustle and bustle world, consumers want to work with companies that make doing business easy & convenient.
      If your auto repair shop offers online appointment scheduling, you most certainly want to include content that conveys that message on your direct mail and other marketing. It can help position you as the local repair shop that makes doing business easy by giving customers another convenient way to schedule their repair or maintenance services.
      As a standard, I suggest my clients add the following verbiage or a variation of, positioned above their phone number and website
      “Call Today or Conveniently Schedule Online”
      484-202-3960
      TheMailShark.com
      In addition, I recommend utilizing a QR code, that when scanned takes your customers directly to your online appointment scheduling web page. Customers that are apt to schedule their appointments online will no doubt appreciate the convenience, making it even easier for them to book their appointment from their smart phones or tablet by simply scanning your QR code as opposed to having to type out a long URL such as:
      advancedautorepairream.com/appointments
      Attached is an example showing one side of a 5.5x10.5 Direct Mail Postcard:
      Now, I know what many of you may be thinking, “Do people still use QR Codes?” I’m not using my psychic abilities; I’ve simply been asked countless times by auto repair shop owners. Many shop owners seem to think QR codes are a thing of the past, however, this couldn’t be further from the truth.
      The QR code market is on a steep rise. According to Juniper Research, by 2022, 5.3 billion QR code coupons will be redeemed by smartphones and 1 billion smartphones will access QR codes.
      In my opinion there is no reason you should not be using this technology. Utilizing a QR code can’t have any negative affect on your business and there is only upside potential to add more convenience and make your shop easier to schedule an appointment with.
      A few final thoughts:
      It’s important to note, after creating countless QR codes for auto repair shops, I have noticed that when clicking on the online appointment scheduling link on many shop websites, it does not take you to a different URL when accessing the online appointment page. Instead, it keeps you on the same page you are on with an online appointment scheduling pop up. If this is the case on your shop’s website, you will not be able to link a QR code direct to your specific online appointment scheduling page. You can still utilize it to drive your prospects to your website and then from there they will have to navigate to this page as compared to them scanning the QR code and landing directly on your online scheduling page.
      If your shop doesn’t offer online appointment scheduling, you can still utilize QR Codes for many different things. Below is a short list to give you some ideas of what QR codes can easily link your customers to.

      ·    Any Website URL
      ·    Google Maps Location
      ·    Facebook
      ·    YouTube Video
      ·    Contact Details
      ·    Image File
      ·    Etc. etc.
      Finally, we have some PRO Tips to help you get the most out of the use of your QR code.
      PRO Tip #1: Basic QR codes should be FREE from your direct mail partner and many QR code services give you the ability to create a special QR codes that allow you to track the number of times your QR code is scanned. You can then test the use of your QR code and have transparency as to whether your QR code is being scanned by consumers.
      PRO Tip #2: Never Use a QR Code without labeling it with what its purpose is. You will most likely get zero scans or far less using a QR code without a label.
      PRO Tip #3: I don’t recommend using more than one QR code on your direct mail marketing piece. Use the link you feel customers will find the most convenience in and stick with a that one.
      PRO Tip #4: You can also create custom QR code images to further enhance the appeal of your QR code. This is typically with paid QR code services. Attached is an example of how Mail Shark created a custom QR code to make it seamless for our prospective auto repair shop clients to get a quote and samples.
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
       

    • By Mail Shark
      It’s critical that you understand the pain points of your targeted prospects in relation to the products and services you offer in order to be able to strategically choose the marketing content that will be most compelling for them.  This will enable your client to react and consider you for their next repair or maintenance service.  

      For example, in a 2017 Survey from AAA, the findings show that one-third of drivers in the US could not afford a repair bill that was unexpected. 33.33% is a pretty significant number of vehicle owners that have tight budgets.
      With that in mind, if you offer any type of financing options for repairs, it’s important that your marketing message contains content that informs your prospects that you have options.   These options will help them get financing for their repairs or maintenance and get them back on the road fast.
      Depending upon how much content and space you have available on your marketing, there are a few different ways to promote your financing.
      Below are a few ideas to promote financing options on your direct mail marketing.
      1.    Create a burst or some other type of call out that promotes your financing option.
      2.    If you are listing other benefits your shop offers, you can include financing info here.
      · Financing Options Available
      · Quick & Easy Financing Available
      · NO Credit Check Financing
      3.    Utilize your financing company’s info, logo, etc. to create a larger impact.
      Below is an example of a new project that just came by my desk demonstrating one of the many ways to promote your shop's financing. This example shows one side of a Jumbo 8.5x10.5 postcard.
      Included is a bullet point calling out “Quick & Easy Financing Options” under the: Why Choose Auto Clinic? section.  Since this is a critical message, we placed it first in our bulleted list based on the Primacy/Recency Effect, in order to drive home to the consumer . In other words, people tend to recall information provided at the beginning of a list (Primacy), and end of a list(Recency) better than information presented in the middle of the list.
      We then reinforced this with another message addressing their customers' potential problem: “Unexpected Repair”, & our Solution “Fix it Today! $0 Down”.  In addition, we incorporated the EASYPAY FINANCE branding. 
       

       
      Finally, knowing that 33% of drivers may be struggling financially is also a compelling reason to have a strategic coupon offering. Giving prospects the ability to save on repairs, in conjunction with providing them financing options, can help position you as the best option for their repairs.
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail
    • By Mail Shark
      I hear a lot of auto repair shop owners say they don't want to offer a cheap oil change coupon on their direct mail marketing. They feel the cheap oil change coupon brings in the wrong clientele, and they don't want to devalue their brand and position themselves as the cheap oil change shop.
      As a quick note, the concept behind the cheap oil change offer is that it is a loss leader and utilized to entice new customers. The key is getting new customers through the door, which the cheap oil change can be extremely effective at doing. Once you get them in your shop and you do a great job for them, you can build a great rapport with them and win them over as a loyal customer.
      All that said, you will always know your business better than any marketing company. Therefore, we certainly can't argue with the fact that you would not like to use this strategy if in fact you have already executed a cheap oil change coupon campaign and it did bring in the wrong clientele.
      However, having an oil change coupon as part of your shop's direct mail marketing strategy is critical. Here are a few reasons why.
      An oil change is something that every non-electric vehicle owner will need at some point in time. Consequently, I would venture to say that most vehicle owners are familiar with what an oil change is more so than any other maintenance service. Compare that to a timing belt replacement coupon or a serpentine belt replacement, each of which the average consumer may not be familiar. When you have a coupon that is familiar and relevant to everyone that you are targeting, you have a much higher chance of increasing redemption rates.
      Therefore, for those shop owners that are afraid of attracting the wrong clientele or devaluing their brand with a low-price point oil change, the simple fix is to increase your oil change price point to a number that you are comfortable with and that is still a value from a consumer perspective. An alternate option would be to offer a specific $ off discount that you are comfortable with — for example, $10 off any conventional oil change & 15 off any full synthetic.
      My next recommendation, if you are a general auto repair shop, which is a non-negotiable one, in my opinion, is to structure your oil change coupon to offer both a conventional and full synthetic oil change offer. All too often, shop owners only offer a conventional oil change coupon. A conventional oil change coupon is fine. However, it will never appeal or be applicable to owners of vehicles that require full synthetic oil. There is no reason to limit your offer to only appeal to a specific set of vehicles. It's crucial you cast a wider net and appeal to as many vehicle owners as possible. The simple and quick solution is to offer both options.
      PRO TIP: if you are concerned about coupons bringing in the wrong clientele, think again. Even the wealthiest consumers use coupons.
      Here is a snippet from our blog post entitled "WHY YOU SHOULD BE SENDING DIRECT MAIL COUPONS:

      It might seem surprising, but wealthy people love saving money with coupons. In fact, households with annual incomes of $100,000 or more are twice as likely to use coupons than households earning less than $35,000 a year.
      Wealthy customers may be able to afford your most expensive products and services, but that doesn't mean they don't want a good deal. The majority of them are cautious about spending money and rarely make frivolous, unnecessary purchases. Rather than viewing your business as cheap, they'll appreciate your coupons and the opportunity to save money,
      You can check out the entire blog post here.
      https://www.themailshark.com/resources/blog/send-direct-mail-coupons/
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/AutoDirectMail

      Oil Change Coupon Example.pdf
    • By Mail Shark
      There’s an old adage in marketing: “features tell and benefits sell.” This is critical to keep in mind when you’re promoting your auto repair shop. If your prospective customers don’t understand the features your shop offers, how they’ll benefit from these features, and why they should consider your shop for their next repair or maintenance service, you may lose them to your competition.
      The main constraint you’ll encounter when emphasizing benefits on your direct mail is usually space. There are a lot of important elements an effective direct mail advertisement should contain, all of which are fighting for valuable space. Furthermore, putting too much information on an ad can make it cluttered and hard to read, which could diminish your return. A great solution to this problem is to provide a clear, concise, and organized list of your shop’s features that can easily be scanned by your prospects.
      Depending on the available space, there are two ways you can do this. If you have limited space, you can simply list your benefits out in a bulleted list. If you have extra space, you can list them out in conjunction with an icon to help illustrate the benefit and call additional attention to them.
      Here’s a starting point to help you develop and build a list of your shop’s features and benefits.
      Quality
      -Are your technicians ASE certified?
      -Do you offer a warranty on your work?
      -Do you offer a 100% customer satisfaction guarantee?
      Affordability
      -Do you offer any financing options?
      Comfort
      -Do you offer any amenities in your waiting room?
      Convenience
      -Do you offer any type of shuttle service or loaner car service?
      -Do you offer same day service on most repairs?
      -Do you offer early drop-off and/or after-hours pick-up?
      -Do you offer roadside assistance?
      -Do you offer online appointment scheduling?
      Trust
      -Are all repairs approved by your customer before any work is done?
       
      Pro Tip: Make sure you give your list of benefits a header. Something like: “Why Choose XYZ Auto” or “Our Benefits For You.” or “10 Reasons to Choose XYZ”
       
       
      Josh Davis
      Mail Shark
      Executive Vice President of Sales
      Direct: 484-948-1611
      Email: [email protected]
      www.themailshark.com/Auto-Direct-Mail
    • By Dakotaj96
      Hello everyone, some of you may have seen me around already and know I’m in the process of opening a new shop. Was wondering if any of you would be willing to share your monthy expensives with me to help me get some ideas for my business plans? Not asking for all your personal info mostly just fixed cost such as rent, insurance, equipment lease, etc. I know everyone may not want to share this but I think it will be neat to compare what other shops have to shell out each month depending on there size or location. 


  • AutoShopOwner Sponsors



×
×
  • Create New...